Icelandic Glacial’s Reza Mirza & Grupo Bimbo’s Antonio Parra Join CGSM 2021
In keeping with the theme of this year’s Consumer Goods Sales & Marketing Summit — The Power of Relevance — CGT is bringing today’s most relevant speakers to the event.
As part of the lineup of trailblazing executives sharing their keys to sales and marketing success, Reza Mirza, Icelandic Glacial CEO, and Antonio Parra, Grupo Bimbo VP global information and digital transformation, will share insight and key takeaways CG executives can use to transform their strategies and operations.
Held Dec 13-15, CGSM is a three-day virtual event packed full of insights and opportunities to learn from and network with today’s leading consumer goods experts. The event will explore how leading brands can provide meaning with their messaging and actions — and how technology can help make it all possible.
Mirza, who brings 20 years of consumer product experience as CEO of Icelandic Glacial, will present at “The ROI of Being Relevant” on Dec. 13.
Consumer expectations for diversity and inclusion coupled with sustainability concerns have sparked a revolution throughout the industry. While providing more than just a product on the shelf is a business imperative, CGs must be able to track the ROI for these initiatives.
Mizra will detail how the company instituted a relevant culture throughout the organization and the business benefits it’s received from these efforts. Real-world examples of marketing approaches will be shared, as well as suggestions on how fellow CGs can fully leverage their current initiatives to realize meaningful ROI.
Prior to Icelandic Glacial, Mirza was president of Activate Drinks, and he’s has also held several management positions at Nestle Waters North America, Colgate-Palmolive and Bosch.
Parra will speak on Dec. 14 at “Getting More Granular to Create Meaningful Experiences,” a session focused on how brands are investing in their data capabilities.
As consumer goods brands unlock stores of consumer data, they’re afforded golden opportunities to develop meaningful relationships with both their customers and consumers. Today’s leading brands are investing in analytics for more granularity around consumer insights while playing a balancing game of having more data than they know what to do with.
Parra will share info on the signals Grupo Bimbo is using to seize opportunities, and the insights they’re prioritizing to ensure they don’t get lost in the weeds.
In addition to serving as a VP at Grupo Bimbo, as well as a member of the CGT/RIS Executive Council, Parra serves in other companies and industry boards as GS1, Grupo Devlyn, Chía Mía and O’Fruit as an external expert advisor on supply chain matters.
During his 25-plus years’ multinational career, he’s also held roles at The Coca-Cola Company, Procter & Gamble and Royal Bank of Canada, in areas that include supply chain management, information and technology, general management and finance.